Luckily, I've learned this in my early days - people just don't care about the design and they notice it even less while using the product - the design is better. That knowledge gave me the correct perspective while designing things - a user's perspective.

What I'm currently doing?

I'm working as a senior Art director for Namics, one of the leading Swiss web design agencies. My main client is UBS, the biggest Swiss bank, and as a part of the team I'm developing their new e-banking system. Besides that, I'm constantly working on their styleguide since last year.

Before that, I was working as a freelancer for 12 years, servicing a worldwide clientele from - internet start-ups to well established industrial clients, such as: youngculture, (Switzerland), Deploy (USA), TXF (UK), Brlog (part of Bruketa & Zinic OM - Croatia), Leo Burnett (Serbia)...

How I'm working

The process I'm following always begins with a deep understanding of the product and its users. It can be a discussion with stakeholders, research, interviews with users, etc. In order to figure out who and how the product will be used, I create personas and scenarios. Based on the outcome, I put together, user flow maps, design rough wireframes and construct prototypes. Eventually, after a few series - I fire up Sketch and begin with fine tuning of the design.

I also use InVision for prototyping, or sometimes Axure. I work in an agile environment, collaborating closely with product managers, developers or other designers.